Why Exhibit at DSA 2020?

Just a couple of weeks after the wrap up of Defense Services Asia 2018, the Malaysian people went to the ballot boxes for what everyone expected to be a predictable election process. After the polls closed, and votes were counted, the results were anything but predictable. Najib Razak, the country’s Prime Minister and his Barisan National political coalition had been defeated. The election results marked the end of Barisan National’s 61-year reign.

Now firmly in control, Prime Minister Mahathir Mohamad, his Minister of Defence, Mohmad Sabu (Mat Sabu), and a number of newly installed military and security leaders, welcome the world to DSA 2020. This warm welcome comes with the promise of an end to no-bid contract award processes and back room dealings.


The ASEAN nation of more than 31.5 million people has promised the release of its first White Paper as early as July 2019. Outlined in the DWP will likely be a comprehensive strategy to support and maintain Malaysia’s defense and security capabilities for years go to come. Plans and recommendations that will be presented in the document will have been formulated with Malaysia’s foreign policy, economic strength and security readiness in mind.

Whether you are looking to meet the next generation of Malaysian defense & security decision makers or VIP delegations from across the region and the rest of the world, Defense Services Asia 2020 is a don’t miss international defense exhibition. Hosted, supported & co-organized by the Malaysian Ministry of Defence, Malaysian Armed Forces and Royal Malaysia Police in partnership with other government and private sector stakeholders, DSA is a showcase for selling state-of-the-art equipment, products and services into Malaysia. The 2018 edition hosted 1,600 exhibitors and more than 50,000 trade attendees, including 350 VIP delegations from 45 countries.

Why Exhibit in the USA Partnership Pavilion?

The United States is the world's leading military and defense supplier and well-positioned with technology and trade policy to increase its share of growing ASEAN security budgets at DSA 2020.


Whether you’re already selling in the region or just getting started, take advantage of this show's proven reputation as a regional marketplace — and Kallman's experience in organizing the U.S. presence at trade shows in the region — to exhibit and sell more of your military and homeland security equipment, products and services.

The USA Partnership Pavilion will once again be front and center just inside of main entrance doors on the first level of MITEC, the Malaysian International Trade and Exhibition Centre. The 2018 pavilion encompassed more than 500 SQM of prime exhibit and featured more than 30 companies. In 2020, we expect an exhibiting cross-section of America's most innovative suppliers from small- and medium-sized enterprises (SMEs) to publicly traded stalwarts to exhibit with us. Participation of prominent government and industry VIPs, trade counselors from around the region, spotlight hospitality and networking events, plus the extra media attention the Pavilion naturally attracts will ensure a measurably higher return on your export marketing investment in Malaysia at DSA 2020.

Kimberly Keogh

Hit your targets.
Demand for defense and security protection in the ASEAN region is creating powerful business opportunities for equipment and services providers. DSA 2020 provides a great platform for companies to position themselves among the top suppliers. The show is focused on big market sectors, and attracts a wide cross-section of buyers and influencers — everyone will be at DSA 2020.  

DSA is organized around these core market sectors:

  • Homeland Security
  • Sophisticated Hardware & Electric Warfare in Land
  • Air & Sea Defense
  • Battlefield Healthcare Products/Technology
  • Training & Simulations Systems
  • Police and Security Peripherals

2018 Statistics:

  • 50,000 Visitors
  • 1,500 Companies
  • Over 350 VVIP’s
  • 30 International Pavilions

The USA Partnership Pavilion is your export advantage at DSA 2020. Because it presents the highest concentration of U.S. equipment and services at the show, it's a magnet for buyers looking for American quality, innovation and partnership.

In addition to our complete suite of pre-show, on-site and post-show services, capitalize on the extra attention, activities and access we're planning to generate for American suppliers:

  • Location – High traffic space.
  • Anticipated industry briefings with representatives of local/regional agencies.
  • Active participation of U.S. Commercial Service representatives from countries in and around the ASEAN region.
Kimberly Keogh
Project Manager

Make powerful connections.
DSA brings together a wide cross-section of stakeholders, influencers and decision-makers seeking deals that make a difference. DSA presents a consistently successful delegation program featuring top military officials from around the globe


Our public sector partners represent the national interests of America, and are the points of contact for their trade and development counterparts in the Asia-Pacific region.

Department of Commerce
The mission of the Department in Malaysia is to create and foster the conditions for U.S. economic growth and opportunity in country and across the region. Kallman staff coordinate personally with Commerce department representatives in Kuala Lumpur and ASEAN capitals year-round to foster cooperation and gain market insights that can give our exhibitors a market advantage at the show.

U.S. Commercial Service
The U.S. Commercial Service is the trade promotion arm of the U.S. Department of Commerce’s International Trade Administration. The service has trade professionals stationed across southeast Asia to help U.S. companies get started in exporting or increase sales to new global markets. Many of these in-country market professionals will be on hand at DSA to introduce U.S. exhibitors to buyers and facilitate business conversations

United States Embassy, Malaysia
Malaysia is an important U.S. ally, and the USA Partnership Pavilion will capitalize on our countries’ strong diplomatic ties to heighten awareness of the American presence at DSA 2018. Expect the direct, personal participation of senior diplomats (the ambassador will be invited to speak at the Pavilion opening and meet with exhibitors) to attract more media and visitor attention to U.S. exhibitors.

These local/regional advocates for America's industry interests support the Pavilion and the collective U.S. presence at DSA 2020. Kallman Worldwide is an active member of each.

The Aerospace Industries Association (AIA)
AIA helps you and all levels of your organization get closer to your customers and competitors by providing numerous networking opportunities through meetings, international air shows, and an extensive network of councils, committees, and working groups.

Association of the United States Army (AUSA)
Since 1950, the Association of the United States Army has worked to support all aspects of national security while advancing the interests of America's Army and the men and women who serve. AUSA is a private, non-profit educational organization that supports America's Army - Regular Army, National Guard, Reserve, Retired Soldiers, Government Civilians, Wounded Warriors, Veterans, concerned citizens and family members. AUSA provides numerous Professional Development Opportunities at a variety of events both local and national.

The U.S.-ASEAN Business Council (USABC)
For 30 years, the US-ASEAN Business Council has been the premier advocacy organization for U.S. corporations operating within the dynamic Association of Southeast Asian Nations (ASEAN), serving as the leading voice of the U.S. private sector in promoting mutually beneficial trade and investment relationships between the United States and Southeast Asia.

The American Chamber of Commerce (AMCHAM)
AMCHAM Malaysia (the American Malaysian Chamber of Commerce) was founded in 1978 as an international, non-profit, private-sector business association. It comprises nearly 1,500 members representing over 350 American, Malaysian and other international companies. The chamber is affiliated with the Asia Pacific Council of American Chambers of Commerce (APCAC) and with the U.S. Chamber of Commerce, which is the largest chamber of commerce in the world.

Trade and industry news reports influence the decisions attendees make about where to spend their valuable time during the show. Industry media reports are also critical sources for professionals who can’t attend.

Our long-standing editorial and marketing relationships with leading defense and security industry media companies bring extra attention and insight to the USA Partnership Pavilion at DSA 2020. Look for real-time Headline News from our industry media partners on our website and at our on-site Newsstand during the event, where you can also pick up copies of their latest publications.

In addition to industry-wide PR and media relations efforts, Kallman will work directly with international media leaders to provide news, information and insight to the USA Partnership Pavilion during DSA 2020.

Social media will play an important role in promoting the Pavilion and the greater U.S. presence at DSA, too. Join the conversation @kallmanEWC #USPavilion

DSA Exhibition And Conference Sdn Bhd (DSA Sdn Bhd), a Malaysian-owned company was established with one objective; to successfully organize the Defence Services Asia series of exhibitions and conferences hand-in-hand with the Malaysian Government.

To help introduce more American companies to this dynamic and strategically critical marketplace, show organizers have contracted Kallman Worldwide to represent DSA 2020 in the United States, and to organize the U.S. presence at the event.

“As countries across Southeast Asia look to modernize and defend their borders, it is important for our defense and homeland security decision-makers throughout the region to have access to the best equipment, products and services in the world,” said DSA General Manager Anita Jacobson. “DSA is established as the premier marketplace in the region for defense and security buyers and suppliers. We are excited and confident that the addition of the USA Partnership Pavilion organized by Kallman Worldwide will ensure increased U.S. participation at DSA, and a corresponding interest in U.S. suppliers among our attendees.”

Kimberly Keogh
Project Manager

Build on America's advantage.
As an exhibitor in the USA Partnership Pavilion at DSA, you start the show with an advantage that you can build on. From the design of your stand to the presentation of your brand, Kallman's portfolio of Impact options will generate more buzz for your business at DSA 2018.

Turnkey Design
Bring your products, promotions and people and move right in. Our templated designs and materials give your booth the uniform “look-and-feel” of the Pavilion while allowing you the flexibility to customize and scale your layout.

Standard: Bring your products, promotions and people and move right in. Your ready-made stand includes:

  • Hard Wall Panels
  • Lockable Reception
  • Wastebasket
  • Table with Chairs
  • Daily Cleaning
  • Spotlights 
  • Carpet
  • Literature Rack

Ask about upgraded features to create a more branded, polished presentation.

Space Only
Get in on the ground floor with this raw space option, and design your dream stand (minimum sqm required, includes all USA Partnership Pavilion services and amenities).

Custom Build with Kallman Creative Services
Turn that raw floor space into a showplace! Work with Kallman Creative Services to design and build a standout exhibit from the ground up. Whether your emphasis is on high-end hosting and hospitality or high-volume lead-generation, challenge our team to create the perfect scheme.

Executive Club Membership
Walk the show with full access to all Pavilion amenities.

The centerpiece of our program is the Guide to USA Partnership Pavilion Exhibitors. It's essential reading for international buyers looking for U.S. suppliers, and Kallman distributes hundreds-to-thousands of copies on site at the show. For DSA, we'll also post an interactive online directory at kallman.com for worldwide reference. Every exhibitor in the USA Partnership Pavilion receives a free listing in the Guide and a cross-reference in their product or service categories.

Paid upgrades include:

  • Enhanced listings (boldface or color text)
  • Logo placements
  • Space advertising

Associate your brand with exclusive, high profile USA Partnership Pavilion features that engage more attendees and VIPs.

Opening Ceremony and Welcome Reception
Share the spotlight and meet with distinguished visitors (DVs) and VIPs when the Pavilion opens on Day 1.

VIP Reception
The USA Partnership Pavilion VIP reception gives sponsors and exhibitors an opportunity to network with high-ranking U.S. Regional VIPs, senior Embassy personnel and local business leaders. In coordination with the U.S. Embassy diplomatic corps, Kallman Worldwide anticipates a well-attended VIP event.

Meeting Point Exhibitors Lounge
This crossroads of the Pavilion is a favorite hang-out for a wide cross-section of VIPs and DVs, officials, buyers, decision-makers, influencers and friends. Select from our menu of proven options, or ask how we can invent a unique feature just for you.

Conference rooms
Pavilion Conference Rooms are reserved on a first-come, first-served basis by exhibitors who need a private space for team or client/prospect meetings. Place your logo and promotional message inside one or more Pavilion Conference Rooms to be included in every conversation.

Carpet stars
Make every step a statement with big, branded, ground-level graphics featuring your logo and message at key intersections throughout the Pavilion.

Add your logo exclusively to the official Pavilion lanyards.

The Newsstand
The Newsstand is the on-site information center located at the front of the Meeting Point Exhibitors Lounge, the highest traffic area in the USA Partnership Pavilion. The Newsstand features a live, scrolling display of real-time show and market headlines on a centerpiece flat-screen monitor flanked by take-away publications from the industry’s top publishers. Sponsor the Newsstand and share the spotlight with the show’s best sources.

If you’re planning to promote news at the show (a product or service launch, a thought-leadership initiative or insight, upgrades, patents — even new personnel), tell us about it and we’ll get the word out to our network of show dailies, registered show media and international contacts who cover your industry around the world. 

"Ask America" Advocacy Campaign
The United States is committed to it's trade partnerships and investments, we bring smart technology and innovation to the table, and we have the best trained, professionals ready to do the job. That’s the message of “Ask America” Kallman’s exclusive, integrated advocacy campaign to heighten awareness of U.S.exhibitors among industry buyers and influencers — those who are planning to attend, as well as those who are interested but can’t go to the show.

Every USA Partnership Pavilion exhibitor is invited to submit show news to be included in the “Ask America” Pavilion Preview press release — at no cost.

Campaign features include, but are not limited to:

  • Before, during and post-show efforts to place news stories about the Pavilion in trade media, registered show media and show dailies
  • Before, during and post-show social media #AskAmerica (see below)
  • Remarks and signage at the USA Partnership Pavilion Opening Ceremony and Ribbon Cutting
  • Supported by “Ask America” brand advertising in media partner networks and on-site publications

Social Media
Kallman Worldwide is committed to your success online, as well as on site, with social media support that extends your DSA 2020 outreach and impact. Social media can help you generate buzz, increase brand exposure, and strengthen relationships with buyers, opinion-leaders and influencers! Whether you’re active on social media or just looking to dip your toe in the water, we offer simple, low-risk support to USA Partnership Pavilion exhibitors. Follow us on Twitter, Facebook, LinkedIn, Instagram and Flickr — and let us know how to follow you, too.

Meet Your Team

Ann Kallman

Director, Creative Services


As the Director of Kallman Creative Services, it gives me great pleasure to bring visions to life. From the client’s thoughts, to paper, to design, to delivery, I create custom exhibitor stands of award-winning quality for world-class clients internationally.

Brian Keller, Sales Associate

Brian Keller

Sales Account Executive

Email Brian Connect on LinkedIn 

As a member of the Aerospace & Defense team, I have the privilege of operating along side you and my colleagues in dynamic and constantly evolving industries.  Everyday I look forward to utilizing the skills I've honed, and experiences had in 10 years of sales across three unique industries.  It is my intention to develop a deep understanding of your company, ascertain your goals, and help you achieve business success in markets around the world. I will always take your mission personally!      

Caitlin Berman Project Coordinator

Caitlin Berman

Project Coordinator


Since joining the Kallman Worldwide team in 2015 as Project Coordinator, I have been lucky to learn the trade-show business and meet so many wonderful people. I assist all teams with their daily routines, especially with any graphic needs. I specialize in all design programs, and love being able to help with my skills in any way that I can. In my free time you can catch me cooking up a storm in the kitchen, attending concerts and napping.

Kim Keogh, Project Manager

Kim Keogh

Project Manager


Kimberly Arencibia Operations Specialist

Kimberly Arencibia

Operations Specialist


Working with clients in the office and on the road, my job is to make sure our exhibitors are happy with their final product.